“You might not get the customers you deserve, but you will probably end up with the customers you attract.” What a gem of a comment from Seth Godin. Go on, read it again. So, who are you trying to attract? I bet you’re thinking about the customers that appreciate the … Read More
Let’s get back to basics, what will you help me achieve?
In our hunt for differentiators we can overlook the most obvious. Here’s a quick idea to help you connect with your audience’s overall objective. It’s easy to become fixated with the benefits of our offering, the features of our craftwork, but for me, your customer, there’s only one thing that truly matters. … Read More
Are you feeling cornered to clone the enemy?
I had the pleasure of being cc-ed in an email exchange between a retail client and their design agency. I took on the role of sanity checker as the Founder/CEO of the retailer couldn’t quite grasp what he was being asked to do with his website. Designers are creative types. Usually. … Read More
Consistency, connecting and the campaign syndrome
This may be a long article. Bare with me. It’s important. We’re so fixated on the spike. Seeking virality. Getting our message out to our audience when we need to. Let’s start with the following. Exhibit One. The seasonal campaign Not that he ever stands still long enough to get the chance to read it, … Read More
The business you are in (is the niche you will thrive within)
‘To build brands that mean something to customers, you need to attach them to products that mean something to customers.’ Clay Christensen shared this nugget of advice with us 10 years ago. 30 years prior, in the same publication (Harvard Business Review) Theodore Levitt instructed us that ‘the view that … Read More
The unnecessary pursuit of best practice
I’ve got a feeling too many business owners are looking for the ‘right answer’ to their marketing questions. Here are my thoughts on the search for ‘best practice’
If it won’t, don’t say it will
Who opened the box on marketing superlatives and forgot to put the lid back on? My amazingly incredible thoughts on how we describe what we do…
What do you need to automate?
Marketing automation isn’t an option to fasttrack conversation. Treat automation software with care – here’s my view.
Be seen as yourselves
It’s more than words. Understand that what you say shapes how you make your customer feel. Here’s my view on the importance of sharing your own story
I’m the best? No, no, no, you’re the best!
Cheap flattery won’t help you connect with your customer. Here are my ideas of how you can make your customer surveys a little more meaningful.
That’s nice, but how can you help me?
There’s a gulf between creating content to help build a brand and content that helps support a brand. Here’s my view on the key to recognising the difference.
Escaping the awkward handshake
“Literally I’ll just need 30 minutes of your time”. 30 minutes. Okay. I can spare 30 minutes. “Sure, I’m free next Wednesday. 11 o’ clock?” “Perfect. See you then.” As an office-based marketer, time management wasn’t a strength I could confidently list on my CV. Back in the dot-com boom every … Read More